Summary

Coca-Cola ran headlong into French culture when a hardcore, bottom-line management style met with boycotts in cafes and supermarkets. Even Mickey Mouse met angry protesters hurling tomatoes and eggs when joining Michael Eisner to launch Euro Disney's arrival on the Paris stock market. What makes the French so...well, French? This work provides readers with the critical tools to effectively develop creative and appropriate responses to any situation, based on a deep understanding of unique cultural dynamics. There is also a quick and useful guide to social behaviour and etiquette, as well as professional guidelines for managers.